Rueben Hernandez (L.A.-based DJ)

Rueben Hernandez is an L.A.-based DJ. 

Hailing from Norwalk, California, a suburb just south of Los Angeles, Hernandez was raised with a fighting spirit, in a tight-knit household that taught him the importance of being committed to a craft, and not succumbing to apathy. 

“All I have ever known is to work hard and keep my head down,” says Hernandez, whose gregarious personality is just as infectious as his charming smile.  

“That’s just something that’s ingrained in the culture around here.”

As a teenager, Hernandez spent time with an eclectic mix of people, ranging from athletes to peers who preferred studying over pomp and circumstance. 

But internally, despite befriending a variety of people, Hernandez was not as self-assured as he is today. 

“I just didn’t want to get made fun of anymore. That’s all it was,” Hernandez cites as the reason for his overt friendliness, before mentioning that in the past he was ridiculed on account of his alopecia, a condition that causes one to lose their hair.

Yet, like many kids going through their formative years, Hernandez eventually embraced who he was, and so too did those who had no trouble seeing all the positive characteristics that Hernandez had. 

After high school, Hernandez worked an array of jobs, including construction gigs that taught him invaluable technical and interpersonal skills.

That stretch also afforded him another crucial lesson:

As a 9-5 employee, he was always expendable. 

“In some senses, it doesn’t matter how hard you work or how loyal to a company you are, because at the end of the day, depending on the situation and where you’re at, you can be forgotten about very quickly,” Hernandez says. 

“Out of all those jobs that I worked, only at two of them was I recognized as someone who worked hard.”

And as someone who prides himself on exhibiting a relentless work ethic and dogged determination, Hernandez, like many others, wanted to be appreciated for his efforts. 

That’s partially why he became a DJ, because as an entrepreneur, he could influence the direction of his career.

That, and also the fact that ever since he was a kid, Hernandez loved creating mixtapes. 

“Back in the day, I was enamored with putting music together as a playlist,” he says. 

“Over time, I began to experiment with how I could transition more seamlessly between songs, and combine them so that it was a never-ending song.”

For his part, Hernandez never envisioned he would be a staple in the L.A. music scene, but at one point his brother brought him to a party, which was when he was first introduced to Uno, a bona fide and credentialed DJ. 

“Uno had a reputation for playing good music, and people would go out of their way to stop at the parties he was DJing at,” says Hernandez, who drew immense inspiration from Uno.

“Every time he played, Uno was in his element. I mean, he put together mixes that just blew you away. From there, I started shadowing him. I was mesmerized. The command he had of the crowd was insane, and I wanted to learn how he did all of that.” 

Through several conversations with Uno, and countless hours spent experimenting with various tunes and melodies, Hernandez began to find his touch as a DJ. 

Since then, the Norwalk native has only continued to refine a skill set that has attracted club and restaurant owners around L.A. looking to find a DJ who can entertain their patrons. 

“People tell me I have the ability to read the crowd,” Hernandez answers when asked what makes him unique as a DJ. 

“In all aspects of life, I always try to be in touch with how the people around me are feeling. I’m naturally laid-back and friendly. I like making other people smile, and that just becomes more evident whenever I am DJing.”

For context, unlike some DJs who send prospective clients a link to book their services, Hernandez actually meets with his clients before they book him in order to offer a consultative approach where he can match his clients up with the type of service that is ideal for them. 

“I want to sit down with my clients and collectively figure out what they’re looking for,” Hernandez emphasizes. 

“I make the process very personable because I’m trying to develop a playlist that they are happy with, while also finding a price point that works for them and their budget.”

Adds arguably the most spirited and convivial DJ in Greater Los Angeles:

“This makes the actual performance that I do go much more smoothly because expectations have already been established before I arrive.”

As someone who loves what he does, Hernandez has no plans to slow down on the number of gigs he books.

“DJing is always going to be a part of my life,” he proclaims. 

“For me, DJing is an art. It’s about more than just the music I choose to play. I hope I’ll always be remembered for the positive energy that I bring, and for being able to cultivate the type of vibe and environment that my clients want.”

In that sense, Hernandez will likely DJ until he literally cannot haul his equipment around, or until people stop helping him assemble his setup. 

“I’m going to continue doing this for as long as my body allows me to. The dream is to one day have a team who can help with setups, but that day may never arrive, and I’m completely okay with that,” he explains. 

“With what I do, it’s not about the money or the clout. It’s just about showing people a good time and being a force for good in a world that all too often finds itself getting lost in things that aren’t all that important.” QS

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